How to Build Your Brand, Think Bigger and Develop Self Awareness — Gary Vaynerchuk Interview


what’s up influencers here with a very
special guest Gary Vaynerchuk thank you so much thrill to be here this has we’ve been
interacting for a very very very long time very long time Gary Vaynerchuk for those of you that might not know started
on Wine library TV has a youtuber help build his family’s business from 3 to 60
million as if that wasn’t enough started VeynerMedia which that’s where we’re
at right now and is a New York Times bestselling
author just wrote his fourth book ask Gary Vee go check it out and great speaker
thank you so much thank for having me here
you thank you you know do you ever use that title youtuber I don’t
only because I mean a crucial mistake everybody well you know it’s tough
because the people I did it with are amazing but I started wine library tv in
2006 February 2006 almost 2005 as i started a YouTube show wine show made me quite
internet famous but I moved from YouTube to viddler they’re there was a lot of
start up at the time and viddler made a very lucrative opportunity for me where i owned a
nice piece of the company and I made a businessman decision I had a lot of other
things going on for me on Twitter and other places so I felt like I could give
up the branding of what YouTube was gonna bring but no question one of the
bigger mistakes I mean when I think back to starting the Ask Gary Vee show only you know
18 months ago and now we having 40,000 subscribers in a world where on viddler i had
400,000 viewers I left a wine library tv i left a lot the table you know if I don’t make that
move no question in my Wikipedia in my career I could have probably been
considered one of the first ever youtubers i was but I left too soon I left
YouTube by 2007 oh yeah so I mean I do think of myself that way YouTube
and Twitter changed my life I’m so pumped that so many people followed my
book and became a huge YouTubers it’s mainly about YouTube and Twitter but I don’t take credit for because my
actions moved away from it well you know you should take credit for
the hustle because you came back in your your name is huge and maybe even more so
in a specific I wanna say niche but really in the industry right digital marketing online media
social media can you talk about that because you one thing that people get hung up on
are subscribers and views don’t get me wrong your subscribers are
really amazing you got great fans but when you’re going and I’ll get right to
the punch line I don’t first of all I’m not even sure how many subscribers on YouTube by half of my intuition is it’s under
200,000 I know that to be fact so I built my brand as a thought leader as
an executor as an investor in this digital arena and even a 1.2 million
followers on Twitter and I’ve some nice size following and other places none of
my following count is even remotely close to the financial impact I have so
I get paid millions of dollars in advances to write books this company is
a hundred million dollar a year business it’s helping my family wine businesses
there’s a bunch of wine here by by leaps and bounds and so you’re right and I know that a
lot of you make ad revenue and lots seven figures on ad revenue from YouTube
other things of that nature but I’ve gone down the path of having influence
on the cover business magazines television it’s truly 360 I’ve made my money not by the arbitrage
of the ad revenue for some of the product placement I’ve got about it by going out
building businesses on the platform so most of my behaivor for example if i was worry
about subscribers im gonna get a little
bit of time to do it if I was worried about subscribers I would
spend a year going and doing collaborations like I have permission
because my relationships and I have a lot of them I can easily get to spend
time with YouTube I spend time with Google Facebook and I’m not worried about that
though I don’t say that you don’t have it’s the path I choose but I do think that when you think
bigger and not just the next subscriber or the or the next product placement or
how much ad revenue you do open up your opportunity to much bigger things if
you’ve got the capabilities like I had as a business person with some people
what your capability is is being a creative and I do think ecosystem YouTube
another platform is great for those people ’cause they’re doing the business sense
things that I do as a businessman absolutely I think the one thing that my
wife Judy and myself learned the most from you is about engagement the
community so can you talk about that because regardless of all that it’s how
close your fans feel to you and tell us about that and why Depth versus Width you know I sold
200,000 copies of my book the first week there’s a lot of people came out with
bigger audiences bigger stars and they didn’t because people actually care about
me as you know what I talked a lot about in Crush it and I followed up a book two years
later called the thank you economy I don’t think there’s anything else
besides the people on the other side these cameras you know if they care
about you then you win and I and I look at things like the grateful dead or the
rolling stones or fish like that on the biggest bands but they have fans that
travelers and care the most die hearts WWF wrestling like if you look at economics
and business my friends you know you could have one subscriber
that Oprah Winfrey and that impact of that suscriber can make you so much more bring you so much more whatever you were
going for and so I think community engagement and actually acknowledging
people leaving comments and replying I mean i was up with snapchat ’till 1 o’clock in the morning
last night just replying using the new features replying I think it’s
imperative I I would never take that for granted I think if your digital
influencer or someone that’s building a little bit of mojo the number
one thing you can do is thank the people that leave a comment I spent a lot of
time in my Instagram comments right now Judy after she read your book she literally
was up till two or three in the morning responding to comments that’s why people like her
twitting especially during a time when Twitter was like the thing I i know i mean
you’re you’re singing to the choir here and I mean we just we feel this and we
believe it so thank you so much for that and it works and what I noticed from you guys from far as I
paid attention I haven’t gone away in a long time
in this point and you guys havent gone away from it and too many people get a little base
and make stop because it becomes overwhelming look there was a time when
I responded to every single tweet in 2008 to 2011 not to me till two in the
morning to see how many people I meet that say they’re like Oh yeah i’ve been DM or they reply to
me and I was able to now because of Instagram and snapchat and Twitter and
Facebook comments and YouTube and the podcast I can’t get to them all I’m one
human I don’t want somebody else to do it but I do think that I think it’s
achievable thank you Mike nice health and fitness totally
lean and mean do you want to take a break no no and you know a lot of people want
to build their influence right where they are and it happened maybe they’re a
business person and what advice do you have for people wanting to start utilizing
online video to be able to build a passion into a business or lifestyle
first you have to understand and i’ve seen your guys stuff you guys actually have she had the ability
to do it it’s ok if you’re not good in front of the camera believe or not im throwing you on a cripple
you don’t have to do video you have to find your medium so for example
voice is really interesting to me a lot of you watching right now we’re meant to be
radio stars not television stars between anchor and SoundCloud and smart
technology to podcasts there’s so much for so many of you that are shy I see the camera and i want to a
i wanna eat it I wanna be in it I love it but
for so many this is the right place for them to be and so I would say that
before I give you advice on what to do on video you decide if video is the right
medium for you for example some of your incredible
writers and the blog and medium dot com ironically and other things that could
be the right thing for you but if video is right if you feel comfortable or you
wanna climb that mountain ship away get better at it I don’t think there’s any
bigger better medium absolutely for people wanting to get into this they
decide this is what they want to do or current youtubers are online video influencers
what what do you see happening as some of the biggest opportunities both now
and in the future snapchat and musical.ly for everybody
who’s watching it was very important you gotta start creating content gotta build a presence
number two a lot of you are missing this and i talk to alot of people on snapchat on vine on
Instagram and on YouTube and a lot of people I know a lot of you don’t know who
i am but for those that do just like you
like you a lot people come to me for advice because they know that I can 360
their business not just what they’re doing there’s a misunderstanding I’m really
glad we get this moment on the show thinking about who’s probably watching
this is the world graduate Hollywood you graduate the
television guys this is the television the television is radio and its 1965 that’s
what makes you human human yes but it’s weird the world going where people are
going to consume and so too many people become big on YouTube and want to go to
Hollywood without realizing they’re Hollywood and hollywood needs to come to
them and so you need to take back to leveraging realize you’re on the right
side of history if you plan on doing this for the next 48 to 72 months for 4 to 6
years right then to stay in this device but win in all the channels if you
think the way I do this is the television it’s nineteen sixties and YouTube Instagram snapchat and
Facebook ABC NBC CBS and if you become a star on
all those networks well then you will win one of the things that you talk about specialy
recently is self awareness which is a perfect time to talk about finding your
passion but being self-aware and how important that is to find their passion and making the decision on moving
forward and how to do that look i mean I wish that I could win on my looks but I don’t right like
we have to know we’re gonna win on it and too many people want to be a pop
singer comedian or a pretty face model and it’s just not who they are and to
many of you are leaving enormous upside on the table by trying to force a
narrative that’s romantic in your mind versus what you actually I have can
do so many more things to build up my following but it’s not who I am I know that
we used to get more followers to get more people to know who I am but I’m a businessman that happens to like
understand content a little bit so I’m never going to be followed by the most but I’m also that means
not going to sell things I don’t follow all the other entrepreneurs on Instagram
they’re selling watches and cash on bed and models and bottles and private planes
and I don’t sell that because I don’t want to get the cheap followers for
cheap engagement and so when you really are self-aware when you really know who
you are what it allows you to do to stay in your ways not do other things I
can’t produce the kind of videos that my buddy Casey can like it’s just not Who I
am and so you stay in my daily vlog just one exhausting episode of me hustling 24
hours a day but eventually that’s gonna ge repetitive
but i dont care thats my reality my reality is i’m a workaholic who has
some talents but want to show people that if you work really hard if you want
it then we should get the most out of yourself not that you are gonna make a billion if you work hard but the most of
yourself so i think self awareness is imperative it’s why I put it in the new book absolutely youtubers traditionally that means youtubers like
myself or my wife have always been like a one-man band which
there’s nothing wrong with that but one thing that you’ve been able to do
successfully is created team around you to be even more successful arguably if
you were by yourself can you talk about how important is if you’re trying to
grow a business for you already are business how to create a team to achieve
your goals way too many of you actually have something going for yourselfs right now
are taking the money and buying stuff instead of hiring employees and building
your business so if are knock on wood so you’re so lucky that you make over $100,000 a year which
is amazing you could go hire somebody for 35 young person who can afford
another old cliche somebody that can afford 35 that’s amazing camera person or an amazing editor and take your game up but
what happens is young and just not experienced business people are likely
wait a minute i made 100 let me I take that home and I’m gonna buy this new picture or this new watch or
this new car and you’re not investing your business whereas if you took that
thirty five 65 home and the other 35 next to are going to make 210 instead of 135 would get you a D
rock right 100% right there is an enormous amount of young talented video
editing talent out there that is coming out of school but instead of getting
dumped some job they don’t want would love to go work and one man and one
woman shop video editing production for a youtuber that then helps scale the youtuber
because when i was wine library tv it was me and my camera guy Moud we just sat and people thought it was my Mom because i was like Moud
let’s edit and people were like your mom films you ’cause it sounds like mom
but he was like an IT guy with a $200 Canon there was no editting and any of you have seen it you know you just film it
ripped it and posted there was no editing with with D rock now with Gary Vee there’s real editing and
music and this is a whole different game a whole different so I loved what you
said about hiring somebody right out of school on my food channel benjimanTV I was editing i was a one man band for
ever right I put out onto my youtube channel hey I would like to work with
the videographer someone that edits right seventeen year old kid out of high
school was the best person in the last two years he’s been putting out content
on my channel that kicks my content ass like literally the best stuff seventeen years old right and
also I wanted to piggy-bag on that because you talk about this as well they
will love the opportunity to mentor under someone like yourself or to like learn about you know this new venture or
this are you kidding that guy Mike that walked in here my next help person I’m gonna charge them
because his online business exploted under my watch as paying him to be my heath coach for sure there’s so
many ways to change value with people right there’s money there’s opportunity
there’s mentorship as long as two people it’s like any relationship I’m sure the way
you like it you live you guys like I’m sure there’s friends or acquaintances
that can judge from of afar is very different its not the traditional way specially in Seattle were is not like common
of course like I would never tell somebody how to act in their work-life
balance in your relationship or how to raise their kids and that’s how it did
business relationships if somebody wants to go work for free because they just
wanna have fun and they come from a wealthy background god bless I know that
or if somebody want to get older people who knows but there’s always somebody on
the other side of the camera that you can talk to there’s a line of ten or
fifteen people that are willing to add it will become their snapchat person or
be the designer for the snapchat filters for that person there’s just so much
amazing talent out there that’s one ask away from your next YouTube video that
can bring enormous people to you so this next question actually comes from a
viewer that actually you may or may not know Alejandro Reyes yes and he’s from the Seattle area and
he sent this question to me in the city says and this is what he says Gary since you’re the master storyteller
how much of someone’s story they share online should be aspirational I think
you buying the Jets that’s that’s a story that you’ve been talking about for
several years your audience myself included can’t wait
to be a part of your story when you make it happen a great question look I think I think more
than aspirational it has to be real the fact that my sixth-grade classmates can come on Facebook as i’ve seen recently and say he was saying this since 6th grade that’s more
important than if it was aspirational no more important than you can change the
world or buy a sports team or whatever your ambition is is it’s going to be true Yeah absolute and then I think truth trumps
everything and I think what’s really worked for me is there’s no hyper growth
you know I know in seventeen years I’m gonna make a video I’m virtual reality
and contact lenses that gonna go my most viral moment and put me on the map overnight like Obama gave his talk at
the you know and that propelled into these moments right a viral moment and I know i have it in me
and I know exactly what happened in seventeen years when 96% of America
discovers me like overnight success that happen overnight yeah but it’s been 40 years in the making and so I think
truth is what allows that like for example we are sitting here today this creates some
awareness we cannot be we will not be sitting here today if I was full of crap
and not a good guy you should inspire you and good things come came from it
but if you DM to me and said this is what happened or interact back and forth
more or i would of say buzz off im bussy no i wouldnt have even tried correct and so I think the truth
is the truth is the truth and so I recommend everybody watching a couple
things one be patient patients with your life is long whether you’re 18 32 or 71 you’ve got
more time than you think you just do I think number two is make pretend your whole life is
being on the record every one of my actions i made pretend all this is happening even when I
know it’s not happening because that person go tell somebody and that becomes
a reputation and number three the truth is the truth don’t make up
stuff I’ve been yelling a lot of kids saying I’m a business coach or I’m this this
when you’re not I don’t think I don’t force my aspiration I’ve always been
ambitious I don’t think the funk and say that I
know stuff I I stay in my lane and I think stay in your lane is very very
important so if you guys don’t know are ready if you follow me on Instagram or
Twitter or even snapchat you know I’ve been praising his last book Ask Gary Vee we’re gonna
put the link down below and this is just something I’ve been told Gary he’s not
sponsoring this or anything he even request we’re gonna be giving away 25
books that’s awesome so put it up put a comment down below we’re gonna get it into your hands but
regardless if you don’t even wanna wait to win go to the link below get the book
I’m telling you Judy and I lives changed after Gary’s first book this is his fourth book
so just getting better right anything you want to leave the audience
with one life one the greatest thing that I’m scared of his regret as I meet
people that are older and older and older and I spent a lot of time with a
90 year old’s there was talk about the things they didn’t do we are living
through the greatest year era and we are also lucky that we have the internet for
distribution to YouTube snapchats of the world take advantage of them put it all
on the field what’s up guys it’s Gary Vee at Vayner Media you know this
man just wanted to say what’s up wishing you guys all the
best humbled and the impact it had on him go buy his book and I’m wishing you guys the 2016 of all time and
musical.ly check it ps I’m not involved in musical.ly yet im trying to invest i’m saying it because I want to be historically corrected if you have a six to thirteen year old living in your
world you know exactly why do you do anything before your shows snapchat you mean put anything before
i am .. no up no to get pumped up no i stay pumped up 24/7

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